Attire Accessories - Feb/Mar 2019 (Issue 74)

44 New directions If you’re looking to refresh your stock for the AW19 season and beyond, Pure London is the fashion trade show to be at It’s a case of in with the old, in with the new at the upcoming Pure London. Indeed, visitors to February’s fashion trade show will not only be treated to a re-edited layout but will also be able to witness a surge of new British and international brands that have signed up to showcase their AW19/20 collections. These include Parka London, MOS MOSH, Jolie Garance, Aggel Knitwear, and Jovani. When looking at regional attendance, the strongest growth from overseas brands comes from France and Greece. As the digital era takes hold, it’s no surprise that Pure London’s strongest growth area is the newly created Gen Z section. According to the team, the sector encapsulates, “the energy and mood of young fashion and is bursting with of-the-minute, trend-led, street style and unisex collections.” New brands include Spill The Tea, Odd Color Studio, Peace & Chaos, Fash, Mr. Gugu, and Sera Ulger. Meanwhile, returning regulars include Compania Fantastica, Cubic Original, Danity, The Pretty Dress Company, Girl In Mind, Amy Lynn and WalG. We put the focus on some of the standout brands showcasing at Pure London, kickstarting with new fashion accessories brand Silk and Shine. The company sets out to be different by offering high-quality natural products that are made to last, designed to differentiate and crafted with love. Blooming with elegant florals and splashing with colours from across the spectrum, the selection of luxurious silk scarves is perfect for upgrading any look with a floral flourish. Elsewhere, inspirational footwear brand Susana Cabrera delights in the process of producing beautiful shoes that combine seductive glamour with comfort and authenticity. She says, “I want each woman who buys my shoes to feel special and individual. That’s why I adore the handmade process.” Focusing on Greek contemporary design, Ifos brings some of the finest collections from Greek jewellery designers. Modern silhouettes emerge by mixing metals and colour, and bold touches create one- of-a-kind pieces that explore shimmering traces and cool tones. Footwear brands showing include Cara, Alpe, Caprice, Vanessa Wu, Ipanema, Unica, Musette, Loie, Andree Knight Shoes, Mu Louise, and ESTELLE. Renowned for its beautifully designed and screen-printed scarves, kimonos, kurtas, pants and gowns, One Hundred Stars has announced a collaboration with Royal Botanical Gardens Kew and is showcasing its new collection at Pure. With access to the incredible archive of drawings at Kew, and taking inspiration from its rich heritage and the awe-inspiring botanicals, One Hundred Stars will introduce a selection of ornately decorated scarves, kimonos, gowns and pyjamas, printed with passion flowers and magnolia. Who: Pure London, purelondon.com What: Pure London offers retailers and buyers a glimpse at the most fashion-led offerings for the AW season and beyond Where: Olympia London When: 10 th -12 th February, 2019